Your SlideShare is downloading. ×
0
50

Agenda:
Friday 18th Oct
10:30 to 11:30
Customer Experience Mapping
12:30 to 1:30
Personna Profiling
5:00 to 5:55
How t...
My background
IT

TRAINING & HR

CONSTRUCTION

SERVICES

CONSUMER

CERTIFICATION
Customer Experience Mapping

Presenter Danielle MacInnis

www.macinnismarketing.com.au
Agenda:

Customer Experience Mapping

Why?
How does it help?
How to do it?
How to use it

We don’t by products or
services...
What's in it for you?
1. How to do it and create a better brand
2. Leverage it
3. Develop more services and products

Tip:...
Customer Experience Mapping
What makes a good customer experience
map
It has a start, middle and end
It has to be true
What is a customer experience map?
Customer experience journey maps are
a tool to help to bring the outside world
in. They...
Step into your customers’ shoes: Its not about you.

What is their problem, issue or challenge? Set your mindset
to think ...
Why invest?

It takes 12 positive
experiences to make up for
an unresolved negative
experience!
Understanding Customers, R...
Why invest?

“Customers are sharing
their experiences in
real time. Business with
poor service have
no where to hide.”
Why invest?
What are they saying, sharing, and how are they choosing?

Designing'for'Growth'
Disappointments
Wow Moments
Distance between expectations
How customer centric is your service?
What system to use?
Touchpoint mapping
Mapping your clients journey

•Choosing - Trigger
•Finding - Researching
•Booking - Online/ Telephone
•Dropping off
•Treat...
Mapping your clients journey

•Choosing Trigger

•Finding Researching

•Booking Online/
Telephone

•Dropping off
•Treatmen...
Mapping
Mapping to Personna’s
Before Scenario!

After Scenario!

Sub-task!
Scenario!
Consideration/
Influencers!

Pain Points!

Fun...
Putting it together
Putting it together
Things to keep in mind

Actions
What people are doing
Emotions
Feelings and Perceptions
Needs
What people are trying to sa...
Your turn
Research(

Try(

+!

Buy(

Evaluate(

Actions
Emotions

-!
Buying a TV
Booking a Holiday
Trying a restaurant

jo...
53

Want help...?
www.macinnismarketing.com.au
www.daniellemacinnis.com

•  Customer Service Aptitude
•  Test your custome...
53

Books
Books
Personna Profiling

Presenter Danielle MacInnis

www.macinnismarketing.com.au
My background
IT

TRAINING & HR

CONSTRUCTION

SERVICES

CONSUMER

CERTIFICATION
Agenda:
What is a persona?
Why profile?
How to profile?
How to use it?
What's in it for you?
1. Templates to follow
2. Resources
3. Lots of examples
4. Short cuts

Tip: See something you want t...
What your prospect is thinking
1. Do you work with people like me?
2. Do you understand my problems, issues and challenges...
Goal
The goal of a buyer persona is to gain deeper insights into your
target audience. With that understanding, you can cr...
Processes
1.  Map out your buying process
!  How are your products purchased?
!  Who is involved in the purchasing process...
Mapping
!  BACKGROUND:
•  Basic details about persona’s role
•  Key information about the persona’s
company
•  Relevant ba...
Mapping
!  GOALS:
•  Persona’s primary goal
•  Persona’s secondary goal

!  CHALLENGES:
•  Primary challenge to
persona’s ...
Profiling
What do they

THINK & FEEL & FEAR?
what really counts
major preoccupations
worries & aspirations
What do they

W...
Ordering Personna’s
Word	
  of	
  Mouth
Tes.monials

Case	
  Studies

Does this service really work?
Solution / Outcome - Trust
Mapping to Personna’s - Your Turn

Before Scenario!

After Scenario!

Sub-task!
Scenario!
Consideration/
Influencers!

Pain...
Want help...?
www.macinnismarketing.com.au
www.daniellemacinnis.com
Tools
Smaply
http://www.servicedesigntools.org
Touchpo...
Thank you
How to use Customer Reviews

Presenter Danielle MacInnis

www.macinnismarketing.com.au
8

My background
IT

TRAINING & HR

CONSTRUCTION

SERVICES

CONSUMER

CERTIFICATION
Agenda:

Why reviews have more relevancy
Where your customers are looking
How to be found
How to respond
How to ask for re...
Why
Why invest? What are they saying,
sharing, and how are they choosing?

Designing'for'Growth'
Mouth Marketing - Now online

http://www.womo.com.au/search/Dog-Washing-and-Grooming-near-Moonee-Ponds-VIC-3039/R0051001
Facebook

“Well, if people are asking questions on Facebook and Twitter about how to redeem
Membership Rewards points, sho...
True Local
Yelp
Product Review Australia
Review sites
Dog food adviser
You Tube
Talkable. sharable.
Reviews - Ask for them
!  Secondly, test your internally created profiles, by
reaching out to your existing customers and e...
Respond to them
When you understand that this is a
group of people who really feel a
sense of belonging—that this brand
ma...
When to ask for them
1. Right after service - with an
incentive
2. Long term loyal customers
3. When someone doesn’t
come ...
What you can discover
1. What is wrong with your current
service
2. New services
3. Testimonials for your website
4. Refer...
52

Do you feel like this?
53

Want help...?
www.macinnismarketing.com.au
www.daniellemacinnis.com
Audit
Marketing
Strategy

The 7 Steps to Customer ...
Thank you
Upcoming SlideShare
Loading in...5
×

Pet expo slides 2013

175

Published on

Published in: Business, Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
175
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Pet expo slides 2013"

  1. 1. 50 Agenda: Friday 18th Oct 10:30 to 11:30 Customer Experience Mapping 12:30 to 1:30 Personna Profiling 5:00 to 5:55 How to use Customer Reviews Saturday19th Oct 10:35 to 11:35 Customer Experience Mapping 12:30 to 1:25 Personna Profiling 2:30 to 3:25 How to use Customer Reviews
  2. 2. My background IT TRAINING & HR CONSTRUCTION SERVICES CONSUMER CERTIFICATION
  3. 3. Customer Experience Mapping Presenter Danielle MacInnis www.macinnismarketing.com.au
  4. 4. Agenda: Customer Experience Mapping Why? How does it help? How to do it? How to use it We don’t by products or services. We buy promises. Make promises you can keep. It is now a reflection of ourselves the brands we associate with. How you will make me care?
  5. 5. What's in it for you? 1. How to do it and create a better brand 2. Leverage it 3. Develop more services and products Tip: See something you want to know more about? Jot it down on the feedback form and we will make sure we get back to you with the good oil.
  6. 6. Customer Experience Mapping
  7. 7. What makes a good customer experience map It has a start, middle and end It has to be true
  8. 8. What is a customer experience map? Customer experience journey maps are a tool to help to bring the outside world in. They are a tool that can help you bring your customer stories to life. An entire story. Not just the piece. As we map the customer’s story our own story becomes visible and often reveals a incomplete or fractured story. What is your customers response to your experience
  9. 9. Step into your customers’ shoes: Its not about you. What is their problem, issue or challenge? Set your mindset to think "What is in if for me FM? Tip: set up online survey, and ask customers about your service, how they found you etc
  10. 10. Why invest? It takes 12 positive experiences to make up for an unresolved negative experience! Understanding Customers, Ruby Newell-Legner!
  11. 11. Why invest? “Customers are sharing their experiences in real time. Business with poor service have no where to hide.”
  12. 12. Why invest? What are they saying, sharing, and how are they choosing? Designing'for'Growth'
  13. 13. Disappointments
  14. 14. Wow Moments
  15. 15. Distance between expectations
  16. 16. How customer centric is your service?
  17. 17. What system to use? Touchpoint mapping
  18. 18. Mapping your clients journey •Choosing - Trigger •Finding - Researching •Booking - Online/ Telephone •Dropping off •Treatment time •Pick Up •After Care Text
  19. 19. Mapping your clients journey •Choosing Trigger •Finding Researching •Booking Online/ Telephone •Dropping off •Treatment time •Pick Up •After Care
  20. 20. Mapping
  21. 21. Mapping to Personna’s Before Scenario! After Scenario! Sub-task! Scenario! Consideration/ Influencers! Pain Points! Functionality! * inspired by Todd Warfel's task analysis grid!
  22. 22. Putting it together
  23. 23. Putting it together
  24. 24. Things to keep in mind Actions What people are doing Emotions Feelings and Perceptions Needs What people are trying to satisfy People Who is involved Content Place and Environment Products and Services
  25. 25. Your turn Research( Try( +! Buy( Evaluate( Actions Emotions -! Buying a TV Booking a Holiday Trying a restaurant journey Questions or Needs Touchpoints
  26. 26. 53 Want help...? www.macinnismarketing.com.au www.daniellemacinnis.com •  Customer Service Aptitude •  Test your customer Centricity •  Humanize online Asssessment Tools http://files.thisisservicedesignthinking.com/tisdt_cujoca.pdf •  Customer Culture tools
  27. 27. 53 Books Books
  28. 28. Personna Profiling Presenter Danielle MacInnis www.macinnismarketing.com.au
  29. 29. My background IT TRAINING & HR CONSTRUCTION SERVICES CONSUMER CERTIFICATION
  30. 30. Agenda: What is a persona? Why profile? How to profile? How to use it?
  31. 31. What's in it for you? 1. Templates to follow 2. Resources 3. Lots of examples 4. Short cuts Tip: See something you want to know more about? Jot it down on the feedback form and we will make sure we get back to you with the good oil.
  32. 32. What your prospect is thinking 1. Do you work with people like me? 2. Do you understand my problems, issues and challenges? 3. Do you have solutions and results that actually work for people like me? 4. Do you have some free information that can help me immediately? I don’t want to pay for anything yet! Tip: Look at your web and ask yourself how well do we answer these questions for our customers?
  33. 33. Goal The goal of a buyer persona is to gain deeper insights into your target audience. With that understanding, you can create marketing messages that reach potential customers on a more personal level. Prioritise Customer Needs !  In marketing, what is important to one customer might be irrelevant to another. !  Buyer personas help you create content that speaks directly to the needs of specific audience sectors. !  Tailored messages are more effective than content that tries to reach everyone at once.
  34. 34. Processes 1.  Map out your buying process !  How are your products purchased? !  Who is involved in the purchasing process? !  What are their roles in the organisation? Humanise your top personas What is their educational and professional background and skill set? How old are they? Are they married? Do they have any relevant hobbies? How do they seek new information?
  35. 35. Mapping !  BACKGROUND: •  Basic details about persona’s role •  Key information about the persona’s company •  Relevant background info, like education or hobbies !  DEMOGRAPHICS: •  Gender •  Age Range •  HH Income (Consider a spouse’s income, if relevant) •  Urbanicity (Is your persona urban, suburban, or rural?) !  IDENTIFIERS: •  Buzz words •  Mannerisms
  36. 36. Mapping !  GOALS: •  Persona’s primary goal •  Persona’s secondary goal !  CHALLENGES: •  Primary challenge to persona’s success •  Secondary challenge to persona’s success !  HOW WE HELP: •  How you solve your persona’s challenges •  How you help your persona achieve goals
  37. 37. Profiling What do they THINK & FEEL & FEAR? what really counts major preoccupations worries & aspirations What do they What do they HEAR? SEE? boss colleagues influencers friends environment friends colleagues what work offers What do they SAY & DO? attitude in public appearance behavior towards others PAIN GAIN fears | frustrations | obstacles wants/needs | measures of success | obstacles Source: XPLANE and Business Model Generation by Alexander Osterwalder
  38. 38. Ordering Personna’s
  39. 39. Word  of  Mouth Tes.monials Case  Studies Does this service really work? Solution / Outcome - Trust
  40. 40. Mapping to Personna’s - Your Turn Before Scenario! After Scenario! Sub-task! Scenario! Consideration/ Influencers! Pain Points! Functionality! * inspired by Todd Warfel's task analysis grid!
  41. 41. Want help...? www.macinnismarketing.com.au www.daniellemacinnis.com Tools Smaply http://www.servicedesigntools.org Touchpoint Mapping http:// www.designthinkersacademy.com/ wp-content/uploads/2012/07/ CLICK-HERE-TO-DOWNLOADYOUR-FREE-COPY-OF-THESTARTUP-CANVAS.pdf
  42. 42. Thank you
  43. 43. How to use Customer Reviews Presenter Danielle MacInnis www.macinnismarketing.com.au
  44. 44. 8 My background IT TRAINING & HR CONSTRUCTION SERVICES CONSUMER CERTIFICATION
  45. 45. Agenda: Why reviews have more relevancy Where your customers are looking How to be found How to respond How to ask for reviews
  46. 46. Why
  47. 47. Why invest? What are they saying, sharing, and how are they choosing? Designing'for'Growth'
  48. 48. Mouth Marketing - Now online http://www.womo.com.au/search/Dog-Washing-and-Grooming-near-Moonee-Ponds-VIC-3039/R0051001
  49. 49. Facebook “Well, if people are asking questions on Facebook and Twitter about how to redeem Membership Rewards points, shouldn’t we be there answering them? Wouldn’t that help our marketing efforts?” When you start to see things come together like this, that’s when the light bulb goes on. It is all about creating a cohesive outcome for the customer base.
  50. 50. True Local
  51. 51. Yelp
  52. 52. Product Review Australia
  53. 53. Review sites Dog food adviser
  54. 54. You Tube
  55. 55. Talkable. sharable.
  56. 56. Reviews - Ask for them !  Secondly, test your internally created profiles, by reaching out to your existing customers and even prospective customers - if you can gain access to them. Win/Loss interviews with prospects who did not become customers are extremely enlightening. !  For those not in your current customer base, you may need to get creative in your recruitment process using survey tools like SurveyMonkey and social networks LinkedIn to seek out connections. !  If you don’t have a relationship established with the interviewee, incentives are especially important. Make it clear that you’re not doing a sales pitch, and be as flexible as possible to accommodate their schedule and preferred interviewing situation.
  57. 57. Respond to them When you understand that this is a group of people who really feel a sense of belonging—that this brand matters to them—you start to build your marketing plans around the sense of joining a community. So if we find, based on your purchasing profile, that you love wine or you love dining out or you love golf, we can further engage you in the things you’ve already made clear are important to you as a person. It is about doing appropriate things to understand what interests you and then serving you better. (amazon) It is how we listen. It is learning how to respond.
  58. 58. When to ask for them 1. Right after service - with an incentive 2. Long term loyal customers 3. When someone doesn’t come back
  59. 59. What you can discover 1. What is wrong with your current service 2. New services 3. Testimonials for your website 4. Referrals
  60. 60. 52 Do you feel like this?
  61. 61. 53 Want help...? www.macinnismarketing.com.au www.daniellemacinnis.com Audit Marketing Strategy The 7 Steps to Customer Centric Service Marketing 1. Understand what your customers want and what you deliver            
  62. 62. Thank you
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×